A report from PulsePoint and the Eonomic Intelligence Unit suggests that social investment has helped companies boost web marketing and gain market share.

A report from PulsePoint and the Economic Intelligence Unit suggests that companies using social media marketing are having widespread success with their efforts in the channel. According to the study, social supports overall marketing goals while some businesses find it helps reduce costs without losing any capability, and the majority say it boosts overall return on web investments.

Eighty-four percent of marketers said that implementing social into their companies has made web marketing more effective. The growth of networks, such as Facebook, Twitter and others, has made them viable platforms for engagement and interaction with a broad audience of existing customers and new prospects.

Moreover, 81 percent of respondents said that social media marketing has resulted in a marked increase in their brands’ market share. As they gain Likes and follows, they are seeing site traffic and web conversions increase as well, which has boosted their clout in their market.

Ultimately, businesses using social media marketing found an increase in return on investment in their web marketing spend of four times more than those without a social presence, PulsePoint reported.

Brafton recently reported that social media marketing success across the web has led to more companies investing in the channel. A study from Kelton Research found that even companies currently active with social are spending more this year, with 79 percent planning increased investment.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.